Inbound Marketing

● What is Inbound Marketing? ● Why Inbound Marketing Works for your Practice.● How Inbound Marketing works for your Practice● Key Inbound Differentiations

CONTENTS.

Instead of buying ads, buying email

lists, or cold calling, inbound

marketing focuses on creating

educational content that pulls

people toward your website where

they can learn more about what

you sell on their own accord.

WHAT IS INBOUND MARKETING?

INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER.

Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale.

Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.

1. Inbound as a philosophy

(the “WHY?”);

2. Inbound as a methodology

(the “HOW?”); and

3. Inbound as a tool set

(the “PLAYBOOK”).

INBOUND MARKETING CAN BE UNDERSTOOD IN THREE WAYS:

PHIL

OSO

PHY

METH

OD

OLO

GY

TOOL SET

Inbound Marketing In a Nutshell: Market with a magnet, not a sledgehammer.

Inbound marketing is a philosophy

based on the truth that consumers

buy differently today than they did 10

years ago.

PRE-INTERNET. • Buyer: Relatively

uninformed.

• Buyer Journey: Linear.

• Marketing Playbook:

Interrupt (cold calls and

advertising).

THINK ABOUT IT.

TODAY. • Buyer: Well-informed.

• Buyer Journey: Fluid and

random. Starts with Google.

• Marketing Playbook:

Thought leadership through

content creation.

This is a simplified timeline of the appearance of advertising in major communication channels.

● A History of Deceptive

Advertising: Consumers are

accustomed to false claims

and deceit in advertising, so

even when clever ads are

seen by consumers, they’re

thought to be dishonest.

Why Interruption Doesn’t Work

According to the 2012 Edelman Trust

Barometer, 63% of consumers need to

hear company claims 3-5x before

they’ll actually believe them!

● Technology Empowered the

Consumer: Consumers gained

access to tools and information

that enabled them to dodge

interruptive brand messages

and instead seek out

information when they’re ready.

Why Interruption Doesn’t Work (Cont.)

• Building trust, not skepticism

among your prospects.

• Being loved, not ignored by your

customers.

• Outsmarting, not outspending your

competitors.

In Summary, Inbound Marketing Is About ...

The Methodology Is Visualized As a Funnel.

Key Inbound Marketing Differentiations

QUESTIONS

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